Food product launches: Food at Webbs

An award-winning, independent food hall featuring a butchery, bakery, deli and restaurant, Food at Webbs showcases top local, national and international produce at a 100,000sq ft retail space.

The brief

Webbs, a 200-year-old family business, wanted to raise awareness of its new food hall, launched in 2017, to local consumers within a one-hour drive. Liquid was appointed for its food/retail expertise and food industry contacts to increase the business’s profile and develop its reputation using traditional media, culinary events and product launches to gain coverage in key titles.

What we did

From a butchery masterclass to a Christmas cookery session with our chef director, Liquid managed food events and produced related content for Webbs. This was allied to media relations work and personalised recipe development. We helped to launch a new artisan cider, specially made for the client, as well as a premium cured bacon and an artisan flavoured salt, positioning Webbs as a champion of local producers.

The result

Individual successes include securing nine items of local and national coverage (combined reach 1.2 million) for an “eat and meet” cookery demonstration featuring Michelin star chef Brad Carter and his new flavoured Droitwich Salt, sold through Webbs. We secured two BBC radio slots to promote the new locally-produced bacon and product press drops. During our first year, the business won two national awards – Best Food Hall and Best Restaurant Destination Garden Centre.